What is organizational identity like? A simple question yet a complex issue since organizational identity has been conceptualised in multiple ways based on competing ontological paradigms, that when explored, reveal dualistic debates. My thesis makes an original contribution to these by circumnavigating ontological duality by using critical realism to develop an explanatory, but ontologically based account of organizational identity that addresses issues of temporal endurance vs. changeability alongside structure vs. agency. This was achieved by undertaking an historical and longitudinal embedded case-study of organizational identity at Walgreens Boot’s Alliance, a multinational health and beauty corporation. Specifically, I thematically generated organizational identity from historical documents across four time units from 1892-2002, and explained dynamics across these time units using concepts from critical realism. From this, I was able to demonstrate that an historically situated and ontologically independent organizational identity explained empirical identity dynamics over time, allowing organizational identity to be conceptualised as a dual phenomenon. The result being, that previous ontological divisions in conceptualising organizational identity were syncretised, the endurance vs. changeability debate reinvigorated and calls for a more critical stream within organizational identity scholarship advanced. Additional to these theoretical contributions, were organizational-level reflections on management of organizational identity with limitations and opportunities for further research discussed.

Focusing on corporate identity (i.e. employee view of corporate reputation), this study is an analysis of the employee branding process encompassing an antecedent (PC; psychological contract), a mediator (CI; corporate identity), consequences (OI and OC; organisational identification and commitment), and a covariant (EP; employee personality). Customers and employees are the two most important stakeholder groups of a business organisation. A review of the existing literature suggests that research into corporate reputation predominantly takes a customer perspective. In contrast, the employee view of corporate reputation has rarely attracted academic attention. For this reason, the value of this study is justified not only by the importance of employer brand as a strategic asset that drives competitiveness, but also by the paucity of academic research into the employee branding process over the years. Previous literature suggested that the employee psychological contract directly influences employees' organisational commitment. Based on a survey of 390 employees from 14 firms in the UK and China (PRC), a structural equation model has been developed and tested. It shows that the effect of PC is better seen as indirect and operating via corporate identity (i.e. the employee view of corporate reputation) and their sense of identification. Both corporate identity (Agreeableness) and organisational identification have strong influences on employees' organisational commitment. Both corporate identity (Agreeableness and Competence) and identification mediate the effect of the psychological contract on commitment. Further, this study shows that the personality of the employee can influence their perceptions of the content of the psychological contract. Employee personality also covaries with their perceptions of corporate identity. This study also has several practical implications. In order to enhance organisational identification and commitment managers need to, first, promote corporate identity dimensions of agreeableness (e.g. friendly, supportive, trustworthy) and competence (e.g. reliable, leading, secure); second, clearly communicate management willingness to offer a series of employment inducements and try to keep these promises. Finally, managers should introduce personality tests into the recruitment and selection process and hire applicants who score high in agreeableness (e.g. friendly, cooperative, compassionate) and conscientiousness (e.g. efficient, organised, achievement-oriented).

Since its beginnings in the WWI propaganda machine, public relations (PR)has had a murky image as the influential force at the sidelines of powerful groups in society. Despite this shadowy existence, the predominant professional body for PR, the Chartered Institute of Public Relations (CIPR)has looked to professionalise the industry. This research explores how these tensions and ontradictions play out in the construction of professional identities by examining the on-going construction, contestation and attempted closure of a professional body within a wider web of power relations, and its relationship and resonance with those practicing PR. Utilising a combination of interviews, participant observation and document analysis, the thesis argues that discourses circulating in texts generated by the CIPR constructs the subject position of the PR professional as someone who is committed to continual development and learning through the professional body’s credentialised resources. Nevertheless, this professional subject position isn’t always salient in practitioners’ identity work where the majority of ractitioners draw on alternative discourses that centre on their level of experience and access to powerful networks. The dominant subject position that PR practitioners construct in their identity work is that of shapeshifter: someone who continually adapts their performance of identity with different audiences in order to do their job. This indicates that the CIPR needs to consider how its professional subject position can reflect practitioners’ experience of their work as centring on relationships and adaptation to different contexts. As such, this research contributes to the literature on identities and knowledge work by highlighting the importance of the shapeshifter identity whilst also providing a more nuanced appreciation of how ambiguity operates in knowledge workers’ identity construction. It also contributes to the sociology of the professions by demonstrating that closure and credentialism are not the most salient discourses for the modern professional. Keywords: identities, profession, knowledge work, becoming, PR

This thesis examines the optimal role for public relations practitioners to play in managing the communications of disclosure situations. The contribution to knowledge in this work is the clarification of decision-making around organizational disclosures and the role public relations practitioners play in these sometimes difficult and sensitive situations. Decision making around the disclosure of organizational information has not been given much attention in the public relations and communications management literature. While other fields such as medicine and finance have researched the merits of disclosure and transparency for a number of years, the topic has evaded in depth academic examination in communications literature. Given the involvement of public relations practitioners in organizational disclosures, it is somewhat surprising that a model for managing the communications of these situations has not been proposed previously in published research. This thesis closes this gap by proposing a normative, theoretical model that is grounded in practice, and uses ethical decision-making, to assist communicators in developing strategies for managing disclosure events and improving the transparency of their organizations to the public. Using the Strauss and Corbin (1998) approach to Grounded Theory, this thesis explored the topic of disclosure with senior level Canadian public relations practitioners to elicit key themes prior to the development of an initial model which was then tested through further empirical research and user-group contact. The model presented in this thesis is intended to help public relations practitioners and their organizations’ senior management teams, structure their thoughts about disclosing information and develop a communication strategy through a step-wise process that works to find a balance between the needs of the organization and the information needs of stakeholders to make an informed decision about the situation. This thesis provides unique insights into practitioner dilemmas and challenges; highlights a number of important themes and conceptual issues that have not received attention to date; and offers a model for practice.

This research is primarily concerned with extending the current knowledge of the corporate logo by developing a comprehensive conceptual model of its influence on corporate image and corporate reputation within the discipline of marketing. By examining the conceptual model, this research challenges the claim that a corporate logo, as a company’s ‘signature’, communicates corporate identity (Bromley, 2001; Van Riel et al., 2001) and enables the company to build an image of the company in the consumer’s mind (Henderson and Cote, 1998). Despite the significant and positive view of corporate logos as a communication tool, little systematic research has examined the effect of the components of logos on consumer evaluations of corporate logos (Henderson and Cote, 1998; Pittard et al., 2007; Van der Lans et al., 2009). Furthermore, too little study has been made of the relationship between the corporate logo, its dimensions, antecedents and consequences (Van Riel et al., 2001). This thesis adopts a mixed-method research design – a predominantly quantitative approach, which is supported by insights from an exploratory phase which encompasses in-depth interviews and focus group discussions. The research’s conceptual model was developed on the basis of qualitative study and the existing literature. In the second phase, this conceptual model was used to examine consumers’ perceptions of the influence of the corporate logo on corporate image and corporate reputation in the context of a financial setting in the UK. A sample of 332 respondents allowed multivariate analysis of the data to be undertaken. It used exploratory factor analysis (EFA), Cronbach-alpha and confirmatory factor analysis (CFA) to ensure that the scales developed and adapted were robust in terms of validity and reliability. Structural equation modelling (SEM) allowed the hypotheses between constructs to be examined. The model confirmed a good fit to the data, good convergent, discriminant and nomological validity and stable reliability. Based on the statistical results, qualitative study (in-depth interviews and focus groups) and the related literature, the current research found that, apart from colour, all the antecedent factors (corporate name, design and typeface) impact favourably on the corporate logo. Furthermore, the relationship between the corporate logo and the consequences were evaluated; the results of the hypotheses testing demonstrate that that the corporate logo has greater impact on corporate image, attitude towards advertising, recognisability and familiarity. In addition, the relationship between corporate image and corporate reputation was confirmed. However, an unexpected outcome was that the relationship between attitudes towards advertising, recognisability and familiarity and corporate image were not significant. Overall, this study presents the corporate logo as a complex phenomenon. This thesis is the first systematic research to have conceptualised and operationalized the concept of the corporate logo, its antecedents and its consequences. This examination is expected to be of value in advancing current knowledge by offering a threefold theoretical contribution to the literature as theory extension, the level of conceptualisation and measurement and theory testing and generalisation. In terms of methodology, this research used a multi-disciplinary approach to the corporate logo concept since a major contribution of this research aimed to provide a holistic perspective on the domains of marketing, corporate identity, corporate visual identity and the literature on corporate logos. Furthermore, it is hoped that this investigation will make a considerable managerial contribution to the understanding of decisionmakers and graphic designers about the whole relationship between a favourable corporate logo, its antecedents and its main consequences. A clear understanding of the dimensions of the relevant concepts can help managers and designers to devise corporate logos which are more likely to advance a favourable corporate image and corporate reputation. This study seeks to develop an understanding of the construct of the corporate logo and some of its antecedents and outcomes, although the findings are not without some limitations in the methods of sampling/analysis and measurement. Additional guidelines are presented in the hope of stimulating further investigations to incorporate the novel research directions in the study of the corporate logo and its antecedents and consequences.

This thesis introduces new theoretical models and concepts in support of strategic thinking about the dynamics and complexities of organisational relationship positioning that could improve public relations education and professional development linked to strategic management careers in international organisations. An exploration of public relations in the United Kingdom and Nigeria illustrates that there is a significant practice mainly concerned with communication that develops strategies and tactics in support of already established strategic organisational goals. Progress with professionalisation of the practice also shows an increasing need and want to operate at senior management levels, although it questions if the academic preparation to do so is adequate. Advances in communication technology and education approaches provide opportunities to better understand complex networks and relationships. The emphasis in this thesis is on strategic planning. Most frequently used tools and approaches are briefly discussed. They are mainly descriptive and often provide snapshots of current situations that can help with formulating a future desired situation. Most of these tools and approaches expand the brainstorming horizon providing opportunities for vertical (deeper) and horizontal (broader) thinking about organisational relationships. This thesis introduces additional models, namely the revised public relations catalyst model and the public relations lava lamp model, and concepts such as organisational personality that could be used to further the strategic thinking about the dynamics of such relationships. The new insights and perspectives on strategic planning presented here stem from qualitative explorative research based on observations and interpretations from applying strategic thinking exercises in seminars at the University of Central Lancashire, and from action research approaches by leading strategic planning and organisational change activities at the International Institute of Tropical Agriculture (IITA) which involved in-depth interviews, workgroup sessions and online questionnaires. Positioning of organisational relationships is an increasingly important function of strategic management in international organisations such as IITA. This is driven by pressure for more engagement, transparency and accountability by public investors and partners related to providing the essential resource base in terms of finance and implementation capacity essential for the organisation’s existence. Improving strategic planning competences relating organisational relationships not only provides opportunities for public relations practitioners to be part of senior management but also is essential for an organisation’s continuity and relevance. It was found that strategic thinking improves by stimulating both vertical and horizontal thinking about initial surface problems. Problem based learning approaches in public relations education should be considered as they can help prepare future practitioners to improve their strategic planning competences. Advances in communication technology have the potential to maintain and improve organisational relationships far beyond current organisational network boundaries and creates opportunities for advancing strategic thinking and planning. Logical framework planning and other problem-based tools can help to identify solutions for a central problem. However, they require the facilitation of planning teams with different personalities that are encouraged to think deeper and wider to ensure that alternative solutions are considered and that enough cause-effect relationships are established for strategic interventions to be successful. The use of the lava lamp metaphor also stimulates strategic thinking about the dynamics of organisational relationships aided by different perspectives that stimulate vertical and horizontal thinking. The concept of organisational personality has potential to identify which organisations would be potential collaborators in finding better solutions and help to understand potential relationship issues better.

La dimension organisationnelle et médiatique prise par certaines ONGI humanitaires et environnementales a modifié leur rôle et leur importance dans la gouvernance mondiale, l’aide au développement et plus largement le Développement durable. Elles sont devenues porteuses d’une autre mondialisation. Leur action s’appuie largement sur le soutien financier d’acteurs individuels qui mettent le sujet personnel au cœur de l’environnement globalisé, émergeant d’une société de masse. Sa fidélité traduit le dépassement d’une solidarité basée sur l’empathie ou la compassion, pour reconnaître une responsabilité individuelle globale dans l’action et le changement. L’argent constitue un élément stratégique mais ambivalent qui peut engloutir un donateur, particulier ou entreprise, dans une identité économique. La sphère du monde marchand envahit celle de la philanthropie, risquant la dépersonnalisation du donateur comme celle de l’organisation, oubliant le lien au profit de valeurs économiques. / The large environmental and Humanitarian INGOs, since they were born, have developed a significant role in global governance, international aid and sustainable development. They have become a symbol of a path for another globalization. A large number of individual donors have supported them regularly, putting the subject at the heart of the globalization process, emerging out of a mass society. Donor’s loyalty to INGOs goes beyond a solidarity based on empathy and compassion. He recognizes his own individual responsibility when addressing required changes and actions. However money takes a strategic, but ambivalent, place that makes the private donor, whether it is a company or an individual, an economic data. The market world is step by step invading the philanthropic one bringing confusion. It involves a risk of a depersonalization process of together, donors and large INGOs. When focusing on the economic value of the donors, INGOs could forget the link with them.

Purpose: The aim of this thesis is to develop a better understanding on how businesses should communicate their sustainability strategy to their stakeholders. Businesses are facing the challenge of designing sustainability communications strategies that appeal to stakeholders of various interest and knowledge on the topic, and stakeholders whose objectives might even be contradictory to that of the company. In order to facilitate the communications process to encourage a better uptake of sustainability initiatives by corporations and the public, it is essential to find solutions to these communications challenges. Methodology: The study focuses on the food and drink value chain in Western Europe and is based on empirical evidence from a multiple case study methodology involving in-depth interviews with 25 senior managers and directors from food and drink manufacturing companies, retailers, and some of their stakeholders. Findings: A framework for corporate sustainability communications is developed, depicting five communications strategies. The framework also offers an insight how stakeholders can be categorised into the most appropriate communications strategy through the application of certain segmentation attributes. It is further illustrated how the application of strategic ambiguity can add value to the communications process in order to stimulate interest, initiatives and innovation from stakeholders. Theoretical and practical implications/originality: Previous research on corporate communications strategies, has seen limited empirical validation, is primarily focussed on consumers, and more importantly is lacking in advice regarding how to craft communications that not only appeal to a multitude of stakeholders, but that also encourage collaboration. The findings therefore add confirmation and extension to the previous research and, importantly, it provides a link between theories of strategic ambiguity and the corporate communications literature. The framework also offers practical value as it provides managers with a clear guidance on how to design effective corporate sustainability communications, ensuring diverse appeal and/or engagement for collaboration. Thus it provides a tool that has the potential of facilitating holistic sustainability progress in a value chain.

This thesis makes a new contribution to the field of public relations in the area of organization-public relationships (OPRs). The thesis focuses on a petroleum industry-community relationship in Sundre, Alberta, Canada, which was explored in-depth. A qualitative phenomenological orientation was adopted as it suited the focus of the research which was to explore and describe the lived experiences of the actual participants involved in the Organization-Public Relationship phenomenon as well as how they described the relational elements and related them to their experience of the OPR. In-depth interviews, as the primary method, were conducted with both industry and community members. Secondary methods played an important but minor role and were used primarily for the purpose of the researcher as a tool to double check the interview findings and included participant observation, discourse analysis, and a small co-orientation survey. The empirical research undertaken uncovered the importance of the background context of the OPR when engaging in relationship building and maintenance activities, opinions regarding the relational elements, relationship building processes, including the importance of having communication and trust building workshops. An interesting finding for this particular industry-community relationship emerged concerning the influence of ‘management guru’ Stephen Covey’s work which shaped the way the industry and community members engaged with each other. Trust emerged as the fundamental relational element, whilst transparency was critical for rebuilding trust after a crisis. This thesis has added to the body of theoretical knowledge in the field of public relations. Specifically it extended the understanding of an area of practice, community relations, and it has explored options for the management of activism and community engagement. The thesis also contributes to public relations practice. Public relations practitioners working within the oil and gas industry as well as other non-renewable resource extraction industries are responsible for developing and maintaining relationships with key publics, including the communities they operate within. Practitioners need to be able to work with the relational parties and collaborate in the development of processes that meet the needs of the participants. As practitioners shift their focus to developing relationships with key publics they will need to develop new skills in areas such as conflict resolution, community engagement, and interpersonal relationship building. This piece of research is functional as it reflects on the OPR and highlights findings that are useful for gaining insight into the relational dynamics for academics and practitioners as well as questioning the power distribution and dynamics within this particular OPR. By adopting the phenomenological approach it has provided a representation of an OPR, which whilst it cannot be generalized it does provide a richer understanding of how relationship building processes can operate as well as the importance of trust and transparency building when there has been a relational history of hostility, distrust and deep unhappiness. Further qualitative research should explore the development and maintenance of the other OPRs in order to understand more about the various contexts, processes, content and ability to set agendas within relationships. It would also be interesting to further explore the influence of management gurus and management fashions adopted or promoted by senior management involved in OPRs and illuminate how these approaches are implemented and impact an organization’s external relationships.

L’objet de ce travail doctoral est d’analyser les conditions d’émergence d’une démarche de changement RSE et de diffusion de connaissances entre les parties prenantes d’un événementiel dans le contexte spécifique d’un centre des congrès et/ou d’un parc des expositions. En combinant la théorie des parties prenantes, la théorie de l’acteur réseau et les conceptualisations théoriques du transfert de connaissances, notre recherche propose d’appréhender simultanément la manière dont chaque partie prenante va être actrice de la dynamique de changement RSE d’un événement ainsi que les mécanismes de construction et de diffusion des connaissances RSE entre ces dernières durant ce processus. Notre méthodologie empirique est basée sur une étude de cas unique enchâssée réalisée dans le cadre d’une convention CIFRE au sein d’Angers Expo Congrès, une entreprise en charge de la gestion d’un centre des congrès et d’un parc des expositions. Dans cette optique, nous avons étudié deux unités d’analyse : 1) la démarche RSE de l’organisation et 2) celle de son salon professionnel Sival. Les résultats de notre recherche permettent d’identifier et de positionner les parties prenantes dans la dynamique de changement RSE d’un événement. Ils mettent aussi en lumière les modalités de l’action collective autour de la dynamique de changement RSE d’un événement et révèlent les modalités de transfert inter-organisationnel de connaissances entre ses parties prenantes. Ce travail doctoral propose conjointement une véritable méthodologie de conduite du changement RSE associant les parties prenantes d’un événementiel et des leviers d’actions pour faciliter la diffusion des connaissances RSE entre elles. / The purpose of this doctoral research is to analyse the conditions for the emergence of a CSR change process and knowledge transfer between an event stakeholders in the specific context of a convention centre and/or exhibition complex. By combining stakeholder theory, actor network theory and theoretical conceptualizations of knowledge transfer approach, our research proposes simultaneously to understand how each stakeholder is an actor in the event CSR process and the methods facilitating the construction and dissemination of CSRknowledge between them during the process. Our empirical methodology is based on a single case study carried out under a research contract (CIFRE) in Angers Expo Congrès, a company in charge of a convention centre and exhibition complex. In this context, we study two units of analysis: 1) the CSR approach of the organization and 2) the CSR approach of the tradeshow Sival. The results of our research identify and positionthe stakeholders in the event CSR change process. They also highlight the methods of collective action around the event CSR change process and the methods of inter-organizational knowledge transfer between stakeholders. This doctoral research jointly offers a real methodology for conducting CSR change involving event stakeholders and levers for action in order to facilitate the dissemination of CSR knowledge between them.